What PR and marketing activities a company should undertake to reach the target groups? What are the elements of good content to invlove and keep that group loyal? Read this short guide to learn the basics that work if used properly and creatively.

1. 10 types of PR content that
will make your business grow

2. “ You can have
everything you want
in life, if you just help
enough other people
get what they want.”
Zig Ziglar
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3. Whatever strategy you choose, first you must
define your aim and target groups.
Once you have it, you need to master the
content of your marketing and PR activities.
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4. We all know that content is king.
But how to create it?

5. 1.

6. News release
Indispensable elements:
•
Fresh and relevant information for a target group
• One liner – the opening line of your news story should
summarize what your readers need to know
• Quotes – seek a quote to add credibility to your story
• The meaning – let your readers know what you think
about the news.

7. But first of all
– deliver the news on
that same day
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8. 2. Comprehensive How-To Articles

9. „How-to” articles tell the readers
how-to overcome important
challenges they face in their
day-to-day lives.
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10. How-to articles
Indispensable elements:
•
Opening statement – introducing the subject
to your readers.
•
Setting the stage – explaining why the reader
should care.
•
Revealing the how-to points – telling the step
by step process through tips
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11. 3. Contrarian story
Types of story that seeks to examine the opposite
of what everyone commonly believes.
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12. Contrarian story – how?
Write a story on how best practices should not be practiced in
companies similar to yours.
How to develop one:
•
Identify the most popular trend in a given branch .
• Decide if you are for or against it. Think of arguments.
• Take a closer look at something that is considered contrary.
For example, “Is social media marketing really beneficial to
any business?”
• Develop an article about it, colour it with an
illustration, expert comments, etc. Pitch it to relevant media.
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13. 4. Expert
interviews

14. Expert interviews – why?
• Experts give you and your company credibility
• Experts give you true knowledge and facts
• Experts’ words generate feedback in your community

15. Expert interviews - types
• Written interviews
• Audio interviews
• Video interviews
• Combination interviews
• Expert comments in articles
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16. 5.

17. Case study – why?
It gives more credibility. Provide case studies that have
absolutely no connection to your own products and services.
When you share compelling success stories, you are
perceived as an editor rather than a marketer.
The readers will desire to have the same result = success.

18. Case study – how?
How to work out a case study:
• The problem – describe the problem a company faced
• The challenge – explain the reasons why the company
needed to make a change.
• The solution – explain the steps taken to overcome
the problem
• The results – share the results of the above actions
• The conclusion – list tips that will help the reader
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19. 6. Review of your products or services

20. Review - characteristics:
• Must be written by the top 1 media
• Must be comprehensive and honest
• Must include a bunch of practical tips
• Should be commented by its opinion leading editor
• Best if posted in the reveiwing media’s social channels

21. 7. White papers
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22. White papers = longer technical or educational documents
describing a product or service or technology.
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23. 4 primary sections a white paper should cover:
• The Benefits – explain what’s in it for the reader
• Trends – explain where the world is heading, refer to expert
third-party sources
• Problems – allow you to resound with your readers because you
address their concerns
• The Solution – explain step by step how to sovle the problems
stated above using simple language and clear arguments

24. 8. Reports based on surveys
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25. Reports based on surveys
Indispensable elements:
• Set up a survey with a series of questions your audience really is
interested in
• Find a group willing to take the survey, best to use the experts you
interviewed earlier
• Analyze the results , use only a checked tool and methodology you
will be able to describe
• Create the report – work with a graphic designer to make it appealing
• Release and promote – offer a free copy as an incentive for ediotrs
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26. 9. Build your tribe
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27. Build your tribe
How to build your tribe = community around your products?
• Set up brand profiles in all major social media channels
• Tell stories through those channels
• Invite your readers to take part in discussions around your products.
• Invite your readers to nominate your favorite products.
• Let them describe and share their love for them.
• Use gamification to induce sense of rivalry in your readers
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28. Why gamification?
Gamification is the use of game thinking and game mechanism
in non-game context to engage users in solving problems.
Benefits:
• It excites your readers
• It inspires and induces to action
• It drives traffic to your website
• It attracts experts to help = credibility
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29. 10. Mini events

30. Mini events = free live actions, mostly held online, lasting no
more than an hour, targeting communities.
•
•
•
•
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• Webinars
Social media events
Internet radio shows
• Teleclasses
Video presentations
Live video broadcasts

31. What are the benefits of mini events?
• Flexible time and place
• Save time of your readers
• Opportunity of contact
• Anonymity
• Possibility of repeating
the training
• Continuity = bond
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32. How to organise a mini event?
• Define the purpose and target group
• Sketch a detailed plan and agenda
• Ask an expert, someone passionate
about his/her area of expertise and
communicates your ideas well
• Promote the event – use press, social media, email, etc.
• Do the follow up immediately and properly
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33. Successful PR content recipe?
Simplicity, engagement and expertise.
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34. Interested in your company running
all these activities?
We will gladly take the challenge and run them for you.
To see the live examples of those and much more,
visit www.gammapr.pl or write to gammapr@gammapr.pl